ATLANTA, March 13, 2017 /PRNewswire/ -- In recognition of National Single Parent's Day on March 21, Georgia-Pacific's Angel Soft® toilet paper brand will launch a poignant video celebrating and recognizing the joys and challenges of being a single parent. As part of the larger "Be Soft. Be Strong." initiative, the video will debut on March 20 and will share the stories of three single parents and how they have overcome incredible odds through raw, personal interviews. It culminates with a granted wish that will help make their everyday lives a little easier.
The campaign will be supported by social, digital and advertising activations to help build awareness for National Single Parent's Day, while encouraging people to recognize the single parents in their lives. The Angel Soft National Single Parent's Day campaign is the latest installment of the brand's mission to highlight the softness and strength of all types of families to handle life's circumstances.
"Every day, more than 12 million mothers and fathers are raising their children as single parents. With that comes a unique set of circumstances and challenges that multi-parent families may not experience," says Andrew Noble, senior brand director for Angel Soft. "Through this campaign, we want to support the single parenting conversation by sharing these untold stories and giving these families the recognition they deserve."
Single parenthood is a growing trend, yet the facts show that they face more challenges than multi-parent households:
- There are 12 million single parent families in the U.S.1
- Eighty-four percent - 9.8 million – of single parent households are single mother families and 16 percent are single father families.2
- The median income for families led by a single mother in 2013 was about $26,000, one-third the median for married couple families ($84,000). Nearly half of single mother households have an annual income less than $25,0003. Thirty-nine percent of single dads have an annual family income of $50,000 or more4.
- The annual cost of center-based infant care averaged more than 40 percent of the state median income for a single mother5.
"Through groundbreaking spots like 'Happy Father's Day, Mom' or last fall's 'Related by Love' videos, the brand is demonstrating the realities of everyday parenting," says Karen Costello, Execute Creative Director, Deutsch. "Single parenthood is the reality for millions of mothers and fathers, and by celebrating these everyday heroes, we hope to inspire a sense of optimism and confidence that others can do the same."
Visit www.angelsoft.com for more details.
Based in Atlanta, Georgia-Pacific and its subsidiaries are among the world's leading manufacturers and marketers of bath tissue, paper towels and napkins, tableware, paper-based packaging, office papers, cellulose, specialty fibers, nonwoven fabrics, building products and related chemicals. Our familiar consumer brands include Quilted Northern®, Angel Soft®, Brawny®, enMotion®, Sparkle®, Mardi Gras® and Vanity Fair®, as well as Dixie®. Its GP Harmon subsidiary is among the world largest recyclers of paper, metal and plastics. The company employs approximately 35,000 people directly, and creates nearly 92,000 jobs indirectly. For more information, visit: www.gp.com.
1 U.S. Census Bureau
2 U.S. Census Bureau
3 U.S. Census Bureau
4 U.S. Census Bureau
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